Truth 24. Brand discounts at the major search engines
The hybrid auction systems used by all the major search engines reward brands and compelling, relevant creative. This brand discount lets marketers achieve higher positions on SERPS at lower bids.
Why the discount? Searchers like to click on ads that are familiar, relevant, and compelling. Although this discount has existed for years within Google’s AdWords system, in the past several years, it has become more pronounced, especially due to the fact that Google’s Quality Score system plays such an important role in determining SERP positions and keyword prices. Put simply, Quality Score takes into account factors beyond historical CTR when calculating the predicted CTR for a particular ...
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